LinkedIn evidently has aggressive expansion plans for India. It had recently announced that it had hired ex country head, India, of social networking site MySpace, Mr. Hari V Krishnan, as the country manager for LinkedIn, India. As of today, the LinkedIn India’s local office at Bandra –Kurla complex, Mumbai, seems to be operational.
The Local office, as per this press release, would focus on building brand awareness by creating strategic partnerships with media and other distribution channels. As a first step in that direction, LinkedIn today announced its strategic partnership with Network18.
To better engage with professionals in India, LinkedIn has also announced a co-marketing agreement with Network18 that initially includes integration of business and finance content from Moneycontrol on LinkedIn and community-generated content from LinkedIn on CNBC-TV18. The agreement is the first media partnership announced by LinkedIn in India and is a part of the company’s strategy to growing brand awareness among professionals in the country.
Moneycontrol, one may recall, is India’s leading financial information source. It is the official site for CNBC TV18, and provides news, views, and analysis on equity and other business news. The relationship seems to be of mutual benefit, while LinkedIn gets a lot of good content form Moneycontrol and helps improves its user experience, by pushing its user generated content to CNBC TV18 , it is also increases brand awareness about LinkedIn in not so net-savvy TV viewers.
However, to me LinkedIn seems to be the one benefitting more form this arrangement and I am not sure if it is not paying real money to Network18 for this tie-up. After all the UGC of LinkedIn is not worth the content and exposure that netwrok18 would provide LinkedIn.
What do you think? Who benefits most from this arrangement? An unsurprising answer might be that it is the LinkedIn end user like you and me which benefit the most; not only they get better LinkedIn experience there might be other goodies from Netwrok18 awaiting the users as more details are sketched.
LinkedIn seems to be on a roll nowadays. First it announced selective status updates and integration with Twitter and then it opened its API. With3.4 million out of its 55 million users based in India, India sure is a big market and LinkedIn is closely monitoring this Indian market.
With opening of API and the opening of a local office in India, perhaps the ground is fertile for LinkedIn to announce another major integration – that with one of the leading job portals in India/worldwide. I would bet that some form of integration with Naukri, Shine etc is imminent and would again benefit the end users like you and me. What do you think? What does the future hold for LinkedIn in India?